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论文编号：	4075
作者编号：	2220091923
上传时间：	2012/3/15 14:19:29
中文题目：	BJDL媒体代理公司目标管理的内容和方法研究
英文题目：	Research on the Media Agent Company Project Management Content and Method of BJDL.
指导老师：	戚安邦
中文关键字：	媒体代理公司 ， 目标管理， 风险控制 ， 财务控制
英文关键字：	Media agent company; Management by Objective; Risk control; Financial control
中文摘要：	目标管理为国际国内诸多知名企业实践证明是行之有效的管理方法。媒体广告代理公司由于生态环境的巨大变化，面临战略转型；同时目标管理法的特点与媒体广告代理公司的业态及盈利模式具有较高的契合度。本研究旨在通过剖析一家典型媒体广告代理公司----北京都伦传媒广告有限公司（以下简称：BJDL）目标管理的内容与方法，探析其初期发展、成功转型和跨越式发展路径与目标管理之间的逻辑关系，建构具有独特性的媒体广告代理公司目标管理法，为媒体广告代理公司进行管理体制和运营机制的改革提供理论依据与实证范例，促进广告业、传媒产业以及关联产业的健康发展。本研究采用实证分析、比较分析、深度访谈等方法对BJDL目标管理的内容和方法进行多角度分析，试图发现其运用目标管理法进行绩效管理的特征与规律。全文采用纵横两条路线渐次展开论述框架，最后得出结论。首先在相关理论综述的基础上探寻研究空间，设计论文逻辑结构，进而剖析BJDL目标管理的独特性，并从内外环境和条件角度分析BJDL采用目标管理的必要性、路径、原则和特征。随后对论文核心问题——BJDL目标管理内容和方法进行多角度研究，探析BJDL按照线性流程对公司目标管理设计、执行、监督、评估的过程管理的特点。从业务单元目标管理内容分析BJDL目标管理的独特性、创新性；从需要分析方法、过程和内容控制方法角度透析BJDL目标管理方法的原理和特征。在此基础上，提出目标管理的核心是建立科学的目标链集成管理系统，形成有效的协同机制的独特性；坚持目标管理过程的系统性、客观性、时效性、标准化、长效化，保障目标管理的可操作性和高效性的创新结论。本研究基于BJDL目标管理实践的协同作战法、客户价值链建构法、日志法、销售进度评审法，以及时间、质量、成本、效率集成控制法等独特的目标管理方法，为学术研究提供了范本。
英文摘要：	It is proved by a number of well-known international and domestic enterprises that management by objectives (MBO) is an effective method of management. Media advertising agency companies are faced with strategic restructuring due to tremendous changes in the ecological environment. In addition, the characteristics of MBO, and business trend and profitability mode of media agency-oriented advertising companies highly tally with each other. This article, through analyzing MBO contents and methods of a typical media agency advertising enterprise, aims to explore the logical relationship between the successful restructuring, rapid development path and MBO, build unique MBO of media agency-oriented advertising companies, and provide theoretical basis and empirical examples for media agency companies to carry out the reform of management system and operation mechanism, so as to promote the healthy development of the advertising industry, media industry and related industries. This research makes multi-dimensional analysis on MBO contents and methods of BJDL, a media agency company, through empirical analysis, comparative analysis, in-depth interviews and other methods, and tries to find the characteristics and rules of using MBD to implement performance management. This article reaches the final conclusion by gradually spreading the dissertation framework vertically and horizontally. This article first explores the research space based on relevant theoretical summary, designs the logical structure of the article, then analyzes the uniqueness of MBO of BJDL, and further makes analysis on the necessity, path, principles and characteristics of BJDL to use MBO from the perspective of internal and external environment. Subsequently, this article pays multidimensional attention to the core issue, MBO contents and methods of BJDL, trying to find the management characteristics of BJDL concerning MBO design, implementation, supervision and evaluation in accordance with linear flow, analyze the uniqueness of MBO of BJDL in terms of business unit’s MBO contents, and analyze the MBO principles and characteristics of BJDL from the perspectives of requirement analysis, process and content control methods. Based on above information, this article puts forward that the core of MBO is to set up scientific objective chain integration management system so as to form effective coordination mechanism, and adhere to the systematic feature, objectivity, timeliness, standardization and long-term effectiveness of the process of MBO in order to guarantee the maneuverable and efficient innovative conclusions of MBO. This article provides a model of academic research for customer value chain construction method, log method, sales process review method, integrated control methods of time, quality, cost and efficiency, and other unique MBO methods established on the basis of MBO practices of BJDL.
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